What Don Julio does

Don Julio Foods, Inc. is a privately held food manufacturer headquartered in Woods Cross, Utah that produces authentic Southwest-style Mexican food products for retail grocery distribution across the Western United States. The company's product portfolio includes two tortilla chip tiers — Premium Select (Mexican Style, Southwest Style, Lightly Seasoned, Hint of Heat, Fiesta Lime) and Choice Select (Classic Round, Thin & Crispy, Restaurant Style) — available in bag sizes from 3oz to 2lb. The tortillas division spans Southwest Style (flour and corn), Home Style, and Julia's sub-brands. Chunky Style Salsa extends the line into fresh salsa, while Clover Club Foods operates as a related sub-brand offering snack chips and dip mixes (Classic Golden, Sour Cream & Onion, Crispy Crinkle, Corn Pops, Tangy Barbeque, Green Onion Dip Mix).

The company's underlying technology is conventional food manufacturing and production; no proprietary processes, digital platforms, or specialized technical capabilities are disclosed beyond standard snack and tortilla production. Products are positioned around an "Authentic Southwest Style, Traditional Mexican Flavor" identity emphasizing fresh ingredients, with the company branding itself as the "Premium Chips" specialist in its category. The product architecture uses tiered sub-brands to cover different price points and demographic segments within the same retail aisles.

Don Julio's business model is wholesale consumer packaged goods (CPG) distribution with revenue generated entirely through third-party retail partners — no direct-to-consumer e-commerce or owned retail is operated. Distribution channels include Associated Food Stores-affiliated independent grocers, Kroger regional banners (Smith's in the Mountain West and Nevada, Ralph's in Southern California, Fry's in Arizona), Walmart (Northern Utah), WinCo, Lucky, Sam's Club, and Costco (Northern Utah warehouses). The geographic footprint covers Utah, Idaho, Montana, Wyoming, Colorado, New Mexico, Nevada, Southern California, and Arizona. Pricing is set per-unit at retail ($10.00 for 3oz chip varieties, $12.00 for 2lb restaurant style bags per website listings) with individual retailers determining final shelf prices. Ownership is private with no disclosed institutional or venture capital backing.

Name

Don Julio

Legal name

Don Julio Foods, Inc.

Website

https://donjuliofoods.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Don Julio Foods is a privately held Utah-based food manufacturer producing authentic Southwest-style tortilla chips, tortillas, salsa, and snack products for retail distribution across nine Western US states through Kroger banners, Walmart, Costco, Sam's Club, and regional independents.

Ownership category

akta.pro rank

Product category

Tortilla and Mexican-style snack foods

NAICS

Tortilla Manufacturing (311830)

SIC

Food And Kindred Products (2000), Bakery Products (2050), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Tortilla & Corn Chips Manufacturing (AFAKAIAB)

akta.pro secondary industries

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM)

Keywords

• Tortilla chips
• Flour tortillas
• Corn tortillas
• Salsa products
• Mexican food manufacturing

Headquarters

HQ city

Clearfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Food Product Sales: Direct sales of tortilla chips, tortillas, and salsa through retail grocery channels and warehouse clubs. Revenue generated from product sales to consumers via retail distribution partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Core offering

Don Julio Foods manufactures and sells premium Southwest-style tortilla chips (Premium Select and Choice Select lines), flour and corn tortillas under multiple sub-brands (Southwest Style, Home Style, Julia's), and Chunky Style Salsa. The company also operates the Clover Club Foods sub-brand offering snack chips and dip mixes. Products are made with fresh ingredients and sold in multiple package sizes ranging from 3oz to 2lb bags.

Product overview

Don Julio Foods is a food manufacturing company offering a portfolio of Mexican and Southwest-style food products. The core product lines include Premium Select Tortilla Chips (Mexican Style, Southwest Style, Lightly Seasoned, Hint of Heat, Fiesta Lime) and Choice Select Tortilla Chips (Classic Round, Thin & Crispy, Restaurant Style), sold in various bag sizes from 3oz to 2lb. The tortillas division encompasses Southwest Style (flour and corn), Home Style (Choice Select brand), and Julia's sub-brands. Salsa offerings include Chunky Style Salsa. A related sub-brand, Clover Club Foods, offers snack chips and dip mixes (Golden, Sour Cream & Onion, Crispy Crinkle, Corn Pops, Tangy Barbeque, Green Onion Dip Mix). Products are distributed primarily through Associated Food Stores, Kroger, Walmart, WinCo, Lucky, Sam's Club, and Costco in Utah and surrounding states.

Differentiator

Problem solved

Functional benefit

Brands

• Premium Select: Premium line of tortilla chips available in 16oz/18oz bags, including Mexican Style, Southwest Style, Lightly Seasoned, Hint of Heat, and Fiesta Lime varieties.
• Choice Select
• Clover Club Foods
• Southwest Style Tortillas
• Home Style Tortillas
• Julia's Tortillas

Products and services

• Premium Select Tortilla Chips Premium line of tortilla chips available in 16oz/18oz bags featuring Southwest-inspired flavors including Mexican Style, Southwest Style, Lightly Seasoned, Hint of Heat, Fiesta Lime, and Lightly Seasoned Fiesta Size variants, sold to retail grocery consumers.
• Choice Select Tortilla Chips Classic tortilla chip flavors including Classic Round, Thin & Crispy, Restaurant Style (standard and 2lb bulk bags), and 3oz variety packs, sold to retail grocery consumers.
• Southwest Style Tortillas Authentic Southwest Style tortillas in flour (10ct, 24ct, 8ct Large Burrito, 30ct, 40ct) and corn (30ct, 100ct) varieties, sold to retail grocery consumers.
• Home Style Tortillas Choice Select brand home-style flour tortillas in Medium Size (10ct) and Large Burrito Size (8ct), sold to retail grocery consumers.
• Julia's Tortillas Flour Tortillas (10ct) and Corn Tortillas (36ct) under the Julia's sub-brand, sold to retail grocery consumers.
• Chunky Style Salsa Fresh salsa made with tomatoes, jalapeno peppers, onion, green chilies, sweet green peppers, vinegar, salt, dehydrated garlic, cilantro, and spices, sold to retail grocery consumers.
• Clover Club Foods snack chips and dip mixes Snack chip and dip mix products including Classic Golden, Smooth Sour Cream & Onion, Crispy Crinkle, Corn Pops, Tangy Barbeque, and Green Onion Dip Mix, sold to retail grocery consumers under the Clover Club sub-brand.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Pace Foods (Campbell Soup Company): Mass-market Mexican salsa brand owned by Campbell. National competitor to Don Julio's salsa line in the same retail aisles and a reference point on pricing and shelf architecture.
• Tostitos (Frito-Lay / PepsiCo): Flagship national tortilla chip brand owned by Frito-Lay. Sets the shelf-share and pricing benchmark Don Julio competes against in every retailer carrying its products.
• Garden of Eatin' (Hain Celestial): Natural tortilla chip and tortilla brand within Hain Celestial's portfolio. Overlaps Don Julio on better-for-you tortilla chips and organic corn tortillas at retail.
• Chi-Chi's (Hormel Foods): Mexican-themed salsa, tortilla, and chip brand owned by Hormel. Directly comparable to Don Julio's Chunky Style Salsa and surrounding category set in mainstream grocery.

Emerging players

• Desert Pepper Salsa: Independent specialty salsa maker with regional Western US retail presence. Closest peer in terms of scale, regional distribution, and authentic Southwestern positioning.
• Late July Snacks: Organic and specialty tortilla chip brand. Comparable in positioning and channel mix (premium grocery, club) to Don Julio's Premium Select line and a credible niche competitor.
• On The Border (salsa line): Restaurant-branded retail salsa and chip line leveraging a casual-dining identity. Comparable positioning to a regional authentic-Mexican salsa brand like Don Julio's Chunky Style.

Direct peers

• Mission Foods: Largest US tortilla and tortilla chip manufacturer with broad retail and foodservice distribution. Direct competitor across Don Julio's core chip and tortilla lines with comparable product formats.
• La Tortilla Factory: Specialty tortilla and wrap manufacturer with strong West Coast presence. Overlaps Don Julio on flour/corn tortillas and wraps and competes for similar natural and mainstream retail shelf space.
• Xochitl: Premium, non-GMO tortilla chip brand sold through natural and mainstream grocery channels. Closest direct competitor on the Premium Select positioning around authentic, better-ingredient chip offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/don-julio-foods-corp

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Don Julio